impact of interactive platforms for beverage brands to bond with evolving consumers anno 2009-2014

nicolas moerman

why this title?

2009-2014

consumers

bond

brands

interactive platforms

let’s start with brands

brandimages are shaped in the minds of consumers...

...based on experiences they had with the brands

if brands succeed in over-delivering the experience...

...regular consumers can become brand advocates

why does this matter?

consumers turn to eachother when in need of information

isn’t that the role of advertising?

haven’t you heard?

consumers don’t care anymore about advertising

consumers don’t trust advertising anymore

why?

why?

changing consumers

changing consumers

changing media

why?

internet kicks TV ass in 2010 thanks to...

...generation Y

...and generation Z will take it even further

internet is NOT an advertising medium

internet changed the media rules

the advertiser-medium-consumer contract is gone

internet as an advertising medium fails

like i said, nobody cares about advertising

so advertising isn’t the future

the social web is the future

the future of the social web

okay, that’s all nice

but how does it help to build brands?

on/off line social networks generate buzz...

...but only if it’s worth talking about

how does this all work?

1.Listen to your consumers needs by tapping into their user generated conversations

2.React, by providing a branded utility that is useful for you consumers

3.Target the real brand fans, let them use word-of-mouth to diffuse the utility (earned media)

4.Target influencers within the desired communities by using partnerships (paid media)

5.Over-deliver on the digital experience and lets users participate to keep the engagement alive and fresh

6.Keep in mind the technological advances, such as mobile internet an use mobility as a strategic advantage to interact with brand touch points in the offline world

7.Bring loyal fans & influencers together off-line to enhance the brand experience

8.Their brand advocacy will result in growththese are the rules...

... and this is the model

let’s put theory into practice...

sorry can’t tell you...(confidential)